CAMPAIGN NAME

Refreshing the Legend: How Zlatý Bažant Radler Rode Back to Fame

CATEGORIES

Best of Europe: Seasonal/Current Events

CLIENT

HEINEKEN Slovakia

LEAD AGENCY

THIS IS LOCCO

LEAD AGENCY

Dentsu Slovakia

CAMPAIGN DESCRIPTION

Slovakia’s beer market has been in long-term stagnation, with radlers comprising 14% of total volume—a significant share compared to neighboring countries. Zlatý Bažant Radler 0,0, the original Slovak radler brand, had lost cultural relevance and faced a sharp four-year sales decline, competing against Birell, an aggressive, high-spending rival with 52% larger media
budget.

Consumers, disillusioned by pessimistic socio-political sentiment (Eurobarometer 2023), increasingly favored lighthearted, optimistic brands. To regain emotional connection and category leadership, ZBR needed to reclaim its role as a culturally relevant brand in Slovak life.

The answer: a bold, culturally resonant summer campaign centered on two beloved Slovak symbols - the nostalgic “water bike” and national sports icon, cyclist Peter Sagan.

THE CHALLENGE

By 2023, Zlatý Bažant Radler 0,0 (ZBR), Slovakia’s first radler and a former category pioneer, had lost both market leadership and emotional relevance. Sales had been declining for years, and as category leader, ZBR’s downturn also impacted the entire radler segment, which represents 14% of the Slovak beer market.

The category faced strong competitive pressure from Birell, which dominated the market through aggressive, high-spend, year-round campaigns, achieving the highest share of voice across the beer category. In contrast, ZBR had dropped to 8th place in media spend.

At the same time, the cultural context amplified the challenge. In a country marked by widespread pessimism, consumers increasingly sought optimism, humor, and escapism. Yet ZBR’s communication remained focused on rational product attributes, (no alcohol, no sugar, natural ingredients) failing to create emotional connection, particularly with younger audiences unfamiliar with the brand’s legacy.

The challenge was to reverse a sustained sales decline, compete against a far better-funded rival, restore ZBR’s legendary status, and reconnect with multiple generations, all within a short summer consumption window and with a lower media budget.

STRATEGIC APPROACH AND EXECUTION

Zlatý Bažant Radler was repositioned as “The Legendary Slovak Refreshment”, shifting from functional messaging to cultural pride and shared joy. The brand idea was built around a uniquely Slovak summer ritual: water biking — nostalgic, collective, and low-stakes fun that no competitor could credibly own and that naturally mirrored ZBR’s emotional role.

National cycling icon Peter Sagan amplified the idea, humorously “conquering” his final cycling challenge on a pedal boat. This unexpected twist honored the brand’s past, made it culturally relevant today, and created a flexible platform for future summer rituals. The strategy prioritized emotional impact over media scale, activating a fully integrated campaign.

The campaign used playful absurdity, nostalgic visuals, and cultural authenticity, with no hard CTA — focusing instead on emotionally reconnecting ZBR with shared summer joy. Consistent branding and humor ensured cross-generational resonance, making the brand emotionally and physically inescapable throughout the season.